Del Monte Fruit
The fruit cup made for grownups |
The average American is now more likely to embrace “better for you” snacking opportunities between meals, providing an opportunity to grow the Plastic Fruit Cup (PFC) business. However, the PFC category has been declining as healthy snacking challenged its relevance (-0.7%, 4-year CAGR). Over the same time, Del Monte has lost more than its fair share (-2.9 pts) to its competitors.
The client challenge was to regain category leadership by creating awareness and trial of new Del Monte Fruit & Chia fruit cups. It was also hoped the launch would create a positive brand halo over Del Monte’s overall fruit cup business. In conjunction with the Del Monte team, we created a marketing strategy, buyer persona, and creative brief that guided the creation of a unique and highly differentiated integrated marketing campaign. The campaign included print, mobile, FIS, and in store advertising. |
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Summary of successThe Fruit & Chia launch was a huge success! The campaign increased household penetration (+3) and stole share from Dole, the brand’s biggest competitor. The launch pushed sales of the adult fruit cup franchise +3.9 pts. Overall, The ‘Snack Differently & Nutritiously’ campaign helped strengthen the consumer’s emotional connection with the brand.
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